Why are agencies struggling to drive digital business strategy?

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As we move into the digitally connected age, progressive brands are moving digital beyond the marketing team and into the boardroom. With the growth of Labs programmes, Accelerators and Lean products, …

As we move into the digitally connected age, progressive brands are moving digital beyond the marketing team and into the boardroom. With the growth of Labs programmes, Accelerators and Lean products, many agencies digital offerings are looking increasingly irrelevant. We’ll look at the trends, tools and models that agencies can use to maintain their role as a trusted strategic partner.

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  • 1. Why are agencies struggling to drive digital business strategy? IPA Strategy Group 11/3/2014 @iancrocombe
  • 2. You’ll be amazed what I’m about to tell you about the future of your clients digital business (upworthy version)
  • 3. Three formative experiences Planning Director AKQA VP Innovation American Express CSO POSSIBLE
  • 4. Context
  • 5. 1995 2000 2005 2010 2015 ACCESS INFORMATION EXPRESSION CONVERSATION CONTEXT CONNECTING PEOPLE CONNECTING PRODUCTS CONNECTING EMOTION CONNECTING INFORMATION CONNECTING COMPUTERS We are leaving the age of conversation
  • 6. Entering the age of context
  • 7. Marketing focus
  • 8. Digital offering from agencies isn’t evolving 2004 banners search websites 2014 content performance platforms
  • 9. Digital traits of leading businesses
  • 10. Story factories for content Native creators Newsrooms
  • 11. Internal Labs programmes American Express International Labs Walmart Labs
  • 12. External accelerators “Most accelerators provide a stipend or small seed investment, mentoring, and workspace and professional services in exchange for an equity stake in the company. Typically the equity investment is around $25,000 and the equity stake is roughly 6 percent” Techcrunch report on http://yael-hochberg.com/rankings.htm Barclays Accelerator John Lewis Accelerator
  • 13. Lean Products : new process
  • 14. Lean Canvas & Entrepreneurial Management
  • 15. Digital Strategy summary
  • 16. Develop a more valuable offering THE CENTRE OF THE MARKET IS CROWDED AND LOW MARGIN, BRANDS CAN DO “DIGITAL BASICS” IN-HOUSE “Front of the train is less crowded” Russell Davies, 2007
  • 17. Three focus areas for digital leaders Business Strategy - Understand the business drivers, threats and adjacencies - Engage the startup community: Partner / Acquire / Destroy Organisational Strategy - Digital management consulting - Rewiring the business 70 / 20 / 10 Marketing Strategy - Ecosystems: challenger mindset, iterate ahead - Content: native formats, makers & influencers
  • 18. thank you Digital Strategy Consultant @iancrocombe icrocombe@gmail.com 00 44 7932 00 41 01